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CELESTINE OSUNDWA 9722

REBECCA MIKISI 9663

COMMUNICATION THEORIES

Question: Discuss the Hypodermic needle model.

The Hypodermic needle model is also known as hypodermic-syringe model, transmission-belt model or
magic bullet theory.

Origin of Hypodermic needle model theory.

It is a model that was promulgated by Harlod Laswell in 1920. It was written in the book, (Propaganda
Techniques).

It is a linear model of communication and talks media power on the audience. The message in the
theory is said to be like a massive bullet which penetrates into a persons body and after that, the bullet
(message) is able to cause immediate reaction.

This is a model of communication that suggests that an intended message is directly received wholly and
accepted by the receiver.

It also states that the media is able to influence audience opinion through the messages that reach the
individual personally.

This theory relied on the state of media consumers at the time :

 When there was limited sources of information

 When it was easy to isolate a single message as there were no competing messages.
 People’s attitude towards mass media was extremely positive.
 A lack of alternatives guaranteed the success of any message.

This model based on an assumption derived from a behavioral psychology this means; when a person is
hit by message, he will behave in a uniform and automated way. The behavioral model is known as the
sequence stimulus model. In this perspective, a mass society was conceived as composed by individuals
who were undifferentiated, isolated, automated, anonymous, with a poor level of education and easily
suggestible. Therefore, masses were considered completely passive, unable of organizing stimuli
received from the external environment thus the model has largely been replaced with theories
promoting audience as active participants rather than passive consumers.

CONCEPTS IN HYPODERMIC NEEDLE THEORY

Since the theory affects the audience directly, it is dangerous as a huge mass is influenced directly and
at the same time.

Messages injected can have the desired response which can cause problems and destructions or rule
and uniformity.
 Audience cannot resist the received message from the media therefore it creates uniform thinking
among people since a fixed mindset is created therefore a single piece of information can cause many
brain alterations and change opinion subconsciously.

The public is taken to be vulnerable as the message is always infused and the media is tremendously
strong. The theory believes there are no sources of media/alternative media to compare the media’s
message to, as media is the strongest at the time of crisis and in the time of war when people depend
on it for all of the information.

FEATURES OF HYPODERMIC NEEDLE THEORY

 Humans are believed to act uniformly to their stimuli and instincts.

 Media injects/inserts messages into the people’s brain as propaganda and manipulative like
that of a bullet or a syringe.
 Messages have their own intentions and are sent to get desired outcome.
 The effect of the messages is supposed to be encompassing strong, immediate and dangerous.
 Messages are supposed to create public opinion and change the behavior of the audience
 The mass is made to think in a similar way by the media.
 The audience is always thought to be vulnerable and passive.

WEAKNESSES OF THE HYPODERMIC NEEDLE THEORY

 The message flow is always from the sender to the receiver or top to bottom hence there is no
feedback from the audience.
 The audience is passive and susceptible and are easily influenced by the message which might
not be true every time but the reaction of people may differ whereby some people can be
passive whereas others may not believe in the media.
 The theory has been proved to fail by many studies example; The People’s Choice research for
voting pattern and political behavior during the time of Franklin Deroosevlt, which shows that
the pattern was affected by media in minimum amount but was more affected by interpersonal
communication.
 It is not taken as empirical (verifiable by observation or experience rather than theory or pure
logic)
 There are many media options with the growth of media outlets today, the theory is therefore
not applicable in today’s world.

STRENGTHS OF HYPODERMIC NEEDLE THEORY

The effect of the media message are the same for the everyone meaning the audience is treated as one
singular being which makes it easy for them to be manipulated by the media.

APPLICATION OF THIS THEORY

The theory of is somehow still relevant as the audience react in an actively passive manner to certain
media contents.

Theories they have replaced the Hypodermic needle model

 Two-step flow model.

 Innovative curve (multi-step flow model)
 Laswell’s model
 Persuasion theory
 Limited effects theory
 Play theory of Mass Communication
 Uses and gratification theory
 Spiral of silence
 Cultivation theory
 Dependence theory